Search Generative Experience: How to get Ready for the Future of Search

Search Generative Experience (SGE) is revolutionizing the way websites are ranked on Google. Understanding what SGE is and how it functions will be important for small businesses looking to enhance their SEO strategies. This shift will require marketers, SEO agencies, and business owners to adapt to this new paradigm to stay competitive and visible in search results. So let’s quickly look at what is Search Generative Experience.

man on laptop typing something into Google search

What is Search Generative Experience?

Search Generative Experience, or SGE, is Google’s new addition to search engine optimization. It relies on machine learning and artificial intelligence to generate search results that are more tailored to individual users’ intent. Unlike traditional SEO, which focuses on optimizing for specific keywords and phrases, SGE aims to understand the context behind search queries. Although, it must be said that SEO can also be optimized for user intent, SGE is taking is taking it to a whole new level.

When a user does a search, SGE can interpret the nuances of their questions or statements to provide results that are more relevant and personalized. For small businesses, this signifies a shift from keyword stuffing and traditional ranking tactics to a more nuanced approach that prioritizes user experience and intent matching. It’s about being present in the search results in a way that truly resonates with the searcher’s needs.

Image of Google's new Search Generative Experience

How Does Search Generative Experience Work?

SGE functions by leveraging complex algorithms that analyze vast amounts of data to predict what users are looking for. When a search query is entered, SGE doesn’t just look at the keywords; it considers the context of the query, past user behavior, and even the semantics of the language used. It processes this information to generate results that are not only accurate but also highly relevant to the user’s specific needs at that moment.

So now, generating website content that is directly beneficial to your audience is key. While your content needs to have always been this way, it is now even more necessary to focus on the user’s experience. This means writing content that addresses queries, offers solutions, and looks to your audience’s needs. So now you want to think about writing about the intent behind the blog post, for example, and not merely to write a blog. Thinking about the question, ‘What will the user type into Google to get this result?’ is now more important!

woman frustrated by a website

The Impact of SGE on SEO: Changes in SEO Practices

When it comes to Search Generative Experience, we need to rethink our goal. Before, it seemed to be all about ‘how many times can I get this keyword in this content?’ Now, your goal is to craft content that is not just appealing but truly valuable for your users.

So you know that area in Google Search called ‘People Also Ask’? Well, that is going to be more important than ever! Your content should answer the user intent loud and clear. Here are a 3 ways you can do this:

And don’t forget that mobile-friendliness, speed and security are still super important when it comes to SGE. You have probably also heard me say that Your Website is Your Central Hub for your business, and everything needs to point back to your website, and you need to have a cohesive online presence. Well, that is even more true now because SGE will really start to look at your Brand’s whole digital footprint. So, your Google Business Profile is still (and even moreso!) as important as ever! So make sure you are gathering (and responding) to user reviews, gathering images and answering questions, and keeping your GBP up to date!

Screenshot of Reanimation Design Google Business Profile

Reflecting on the Key Takeaways

So, what do we do with this info? Well, we need to make sure the user journey for our website and brand is seamless, and makes sense. We want to make sure our content is giving the right offer, to the right customer, at the right time. We do this by not just thinking about what we want to write about, or put on our website, but how this will help our brand be found on the web.

In addition to this we want to make sure our online presence is cohesive and makes sense to the user. We want to make sure that the user journey and flow of our website and content makes sense to the user and helps them not only understand the 3 questions, but also know how to find what they are looking for.

Remember, SGE is not just for the big guys out there, local businesses need to incorporate this thinking into their strategies as well. Focus on your Google Business Profile and writing good content so that Google picks it up and recommends you more readily. SGE is not a trend but is rather going to fundamentally change Search. In fact, OpenAI and Microsoft are looking at creating their own search experience!

Image of laptop screen with Google Search displayed

Summing Up the SGE Journey

As a small business you can adapt to this change and gain a significant competitive edge. When you create content that goes beyond keywords to address the real questions and needs of your audience you make sure that your website provides a seamless user experience.

When it all comes down to it, the core of SGE is about providing value. So take this as an opportunity to showcase your expertise, connect with your audience on a deeper level, and build lasting relationships. When you do this, not only will your business survive, but thrive in this new era of Search Generative Experience.